Personalization – The process of adjusting campaign content for the specific needs and desires of the audience has moved from marketing buzzwords to best practices, with 86% of organizations worldwide offering some form of personalized marketing to create more relevant experiences.
Based on the results, it is easy to understand why so many organizations double in personalization. According to the latest research by Deloitte, the likelihood of achieving its revenue target is 48% higher, and the probability of reporting increased customer loyalty is 48%. This is because people want to interact with brands that recognize and understand them. They want real interaction to build trust and develop confidence in their purchasing decisions. Personalization, when done correctly, is a powerful way to build vital trust and confidence.
Advances in artificial intelligence have made it easier for brands to produce a wide variety of events and extend their personalized efforts to a wider audience. With these ever-evolving technologies, we have achieved super– Personalized, marketers can create personalized content with unprecedented granularity and specificity.
While only 40% of small businesses already adopt AI tools, having hyper-personalization that generates AI can be the key to success in a crowded market.
For small businesses, one of the most effective ways to personalize is from Visual experience. The initial interaction between a consumer and a company may be some form of image or video, whether it is a product photo, ad or social content in Google searches. The first visual touchpoint should be something that is relevant and local to the consumer, aligned with their interests and/or identities, and drawing their attention to force them to explore the brand. With the help of AI, small businesses can meet their audience’s needs for personalized experiences by creating multiple versions of marketing content at scale.
That is, the user’s success depends on choosing the right tool. Small businesses need cost-effective and time-saving AI plans, but they can also ensure all business security, so there is no legal risk to the business. Perhaps most importantly, as consumers become increasingly aware of ethics and are alert to the AI “ramp”, businesses should prioritize responsible training solutions to expand human creativity.
How Generating AI Powers Hyper-Personalized Content
Hyper-personalization requires a large number of variations of the same campaign content, then swap it and customize it to appeal to certain users. Creating such a large number of quality images can be daunting, but with the firm foundation of artificially created content and responsible AI tools, small businesses can enhance their personalized efforts without damaging their brand identity and visual sound.
What is this like in practice?
Suppose you have a product image – maybe a new product, or an existing product being sold – your goal is to create images that resonate with audiences in different geographic regions. Using the generated AI tool, you can immediately swap backgrounds and adjust the visual tone of your product image to match the area you want to reach. The process takes place within seconds, allowing the user to iterate quickly to produce multiple image changes and get the exact look you want. Given how AI works, SMB marketers can target more specific niches and audiences of multiple campaigns. At a smaller scale, AI can also help users make detailed modifications to existing images, whether they find photos in their inventory or their own content for another personalized touch.
AI and authenticity: reaching balance
Many consumers still distrust AI, and by incorporating generated AI into the creative process, small businesses risk making consumers feel deceived or misled.
Fortunately, this is a mitigating risk.
According to Istock’s VisualGPS study, 98% of consumers believe that building real images of brand trust is key, meaning that people define authenticity as “real/real things”, followed by “real/real” and “original”. Images generated by AI often do not comply with this bill, which is why if businesses use them in marketing campaigns, they must make sure they use models that have various content libraries that reflect real life. SMBs should also regularly measure how their audiences respond to the visual effects generated or modified by AI to determine whether content resonates and improves over time.
SMB owners and marketers should know that while AI is very useful, not every situation is suitable for AI image generation or modification. For example, if a business is involved in highly sensitive areas such as healthcare or science, where accurate representation has serious moral implications, then the real visual effects made by humans are usually the best choice.
When small and medium-sized businesses want to establish deep personal connections, the content created by humans should be the forefront and center. For example, user-generated visual effects can be a powerful content localization tool with little or no enterprise cost. A survey found that 83% of consumers said they were more inclined to buy from brands that included UGC in their campaigns. Another way to show authenticity is to provide consumers with behind-the-scenes observation of the business, whether it’s how the product is made, who is on the team, or how the company is involved in the local community.
Remember that AI is a supplement to human creativity, not a replacement for humans. Small businesses use AI as a helper and rely on their unique personality when producing and personalizing visual content. Honesty resonates when it comes to anything that can be forged.
Choose the right solution
Even most AI-positive businesses will be rightly concerned about bringing new generative AI tools into their operations. These may include legal and licensing issues, as well as ethical issues regarding training practices and potential for harmful outputs, but for small businesses, the biggest concern is often the cost. This could lead to a free-to-use experimental program for small and medium-sized enterprises with limited resources. However, these plans have serious risks.
Any AI tool, especially one that produces creative content, should undergo a rigorous scrutiny process to minimize business risks and ensure a fruitful investment. Some of the suggestions reviewed include:
- Choose from models trained based on licensed data only. Models that scrape data from the internet or other sources can lead to copyright infringement and other serious legal consequences.
- Carefully check the quality of the output. Output quality is the key to creating compelling content. Professional appearance, real output makes it easier for companies to target more specific audiences and achieve a more accurate visual representation of the world.
- Priority to ease of use. If the tool is difficult to use or does not work properly, the team will not be able to reap their benefits.
- Understand your rights. Commercially secure tools ensure customers have the full right to use outputs commercially: in marketing campaigns, advertising, email explosions, and even on social media. Rights ownership gives users more control over output and what happens to them.
- Invest in creativity. By choosing solutions that compensate for training their creators, SMEs can contribute to a more sustainable future of human creativity.
Super personality is no longer the exclusiveness of big brands. With the right generative AI tools, small businesses will soon generate unique creative images, modifying existing content and pivot visual tones to keep up with trends and create a more realistic connection with consumers.
